merino wool dresses for every day

Can we entirely change how we dress?

Thirteen women wear our Rowena dress one hundred days in a row.

Our aim is to design the most practical, most wearable dress in your wardrobe.

But we’re also interested in the way we live. So this is a place where we post ideas, stories, and inspiration for those of us looking to make tomorrow just a little bit better than today.


What’s coming next?

A sneak peek at the styles planned for 2020. It’s more than just dresses.


A photo journal of where you take our dresses and how you style them.

A digital Sabbath.

Our Communications Specialist takes a month off from Instagram.

Our Fabrics

Learn more about the fabrics we’ve developed.


Traveling 18 days with just one bag.

Alisha Bube from the Travel Channel travels to Thailand and tries her hand at minimalist packing.

One week, one dress.

Why wear the same thing seven days in a row?

Joshua Tree

Would you wear wool in the desert?

Morocco, Morocco!

Our apparel designer fulfills a dream.


Five days in Lima, Peru.

Packing only a merino swing dress for my travels.

Meet the wool& team.

Learn a little bit of who’s behind the scenes.

Winter getaways.

Suggestions for those living in the PNW.